Forward Dallas Economic Element

ECONOMIC ELEMENT

ForwardDallas! was developed with the underlying principle

that land use, transportation and economic development are

inextricably linked and essential to quality of life, prosperity

for all citizens, a structurally sound tax base and the City’s fiscal

health. Understanding that both the property tax and sales tax are

dependent in large part on land use is equally important.

Different land uses command different levels of property tax and

some land uses also generate sales tax or business tax. The City

must balance the mix of land uses and the location of uses to

plan for its future prosperity. As a mature urban city, Dallas must

provide a wide range of housing and employment opportunities for

its residents. FowardDallas! aims to balance the mix of land uses to

maximize these opportunities while safeguarding the City’s future

economic health.

A holistic approach to economic development recognizes the

role of land use planning in creating quality of place. Successful

programs must use more than incentives and a low-cost business

environment to drive economic development. The City must reach

toward creating an environment that meets the needs of workers

and businesses alike. Providing room to attract new business

and expand existing companies must be balanced with providing

housing options and amenities for the city’s workforce.

In 2005, the Office of Economic Development (OED) published

“Strategic Engagement: Dallas’s Economic Development Plan.”

The plan’s perspective of Dallas as a “diverse, vibrant, urban city

that works and builds on its core strengths” is underscored by five

goals of what Dallas should be:

• A city of balanced growth and development opportunities;

• A city that is strategically engaged in economic

development;

• A city with a dynamic and expanded Downtown economy

that is the urban core of the region;

• A business-friendly city;

• A city of great neighborhoods.

This element’s goals, policies and implementation measures

have been organized to mirror these Strategic Engagement

goals. By doing so, as the Strategic Engagement initiatives are

implemented, this document may be used to support priorities and

implementation strategies.

GOAL 2.1 PROMOTE BALANCED GROWTH

Policy 2.1.1 Ensure that zoning is flexible enough to respond to changing economic conditions.

2.1.1.5 Amend the City’s zoning code to include urban design

standards that provide for a variety of measures to enhance

quality of life and address negative impacts when creating

mixed-use zoning regulations.

2.1.1.6 Ensure that zoning regulations are sensitive to existing

context by incorporating urban design principles and

appropriate mitigation measures.

2.1.1.8 Promote development of sustainable and quality housing

through zoning regulations that provide for higher densities

at appropriate infill and Greenfield site locations in order to

attract and retain urban homeowners.

Policy 2.1.2 Ensure that Area Plans include an economic development component to address the economic factors of the areas in the context of the City as a whole.

Policy 2.1.3 Support efforts to grow retail and residential opportunities in the Southern Sector.

Policy 2.1.4 Support efforts to expand targeted business and industry development within the Southern Sector.

GOAL 2.2 ENGAGE IN STRATEGIC ECONOMIC DEVELOPMENT

Policy 2.2.1 Focus economic development efforts on revitalization of the Trinity River Corridor.

2.2.1.6 Build a GIS database of land use and infrastructure as

a basis for economic development in the Trinity River

Corridor. Also develop a GIS based opportunity site

inventory within the Trinity River Corridor, to enable

evaluation of properties for feasibility as development

proposals are made to the City, and to facilitate marketing

of properties.

Policy 2.2.2 Maximize development opportunities around DART stations.

Policy 2.2.3 Attract desired development to the UNT campus area.

Policy 2.2.4 Focus on logistics-related jobs for the expansion of employment opportunities, particularly in the Southern Sector.

Policy 2.2.5 Focus on companies that represent the greatest potential for job growth and investment.

Policy 2.2.6 Restore Dallas as the foremost retail location in the region.

Policy 2.2.7 Identify redevelopment opportunities on Brownfield sites for retention and expansion projects.

Policy 2.2.8 Target business recruitment to match industry with specific geographic areas.

GOAL 2.3 BUILD A DYNAMIC AND EXPANDED DOWNTOWN

Policy 2.3.1 Restore Downtown Dallas as the economic and cultural heart of North Central Texas.

Policy 2.3.2 Partner with key Downtown stakeholders to bring in retail.

Policy 2.3.3 Work with property owners and stakeholders to preserve and enhance the image of Downtown Dallas.

2.3.3.1 Promote a high level of pedestrian amenities and create a

streetscape environment that supports retail, sidewalk cafes

and other uses that enliven Downtown around the clock.

GOAL 2.4 CREATE AND MAINTAIN AN ENVIRONMENT FRIENDLY TO BUSINESSES AND ENTREPRENEURS

Policy 2.4.1 Emphasize customer service in City departments.

Policy 2.4.2 Restore Dallas as the premier city for conducting business within the region.

GOAL 2.5 FOSTER A CITY OF GREAT NEIGHBORHOODS

Policy 2.5.1 Promote strong and distinctive neighborhoods to enhance Dallas’ quality of life.

2.5.1.1 Ensure neighborhoods have access to high-quality public

amenities and services such as parks, schools and libraries.

2.5.1.2 Support efforts to maintain distinctive identities of existing

neighborhoods and ensure high-quality development of

new neighborhoods.

Policy 2.5.2 Ensure that existing and future residential areas are appropriately linked in order to enhance economic development and urban design benefits.

2.5.2.1 Identify priority corridors between neighborhoods and

support efforts with stakeholder groups to develop strong

linkages and distinct neighborhood identities using

landscaping, streetscaping and pedestrian amenities.

2.5.2.2 Create linkages and improve connectivity between the

central business district and surrounding neighborhoods

through the implementation of Downtown commuter and

pedestrian mobility plans, the Downtown Parks Master

Plan and north-south streetscape improvements.